Tesco is conducting one of the largest surveys into UK consumers' table grape preferences to better understand what influences their purchasing decisions.
The trial, named Fruitology, is taking place in Tesco stores across the UK in response to the increasing variety of table grape flavor and texture profiles made possible by advances in natural varietal development.
The study carried out in collaboration with Peterborough-based fruit importers AMT Fresh, its parent company AMFresh Group, and global fruit developers BloomFresh, aims to determine whether shoppers prioritize grapes based on texture or flavor. To assess consumer preferences, Tesco is selling grapes in packaging labeled by one of three main attributes—tropical flavor, candy flavor, and crunchiness.
Initial feedback from the trial, which is running in 220 large Tesco stores, indicates that UK shoppers primarily select grapes based on texture, followed by tropical flavor, with candy flavor being the least influential factor.
Tesco fruit technical manager James Cackett noted that while many consumers may assume there are only three grape varieties—red, green, and black—the range of available grapes has expanded significantly in recent decades due to natural breeding techniques aimed at enhancing flavor, crunch, and sweetness.
"With advancements in breeding technology, there are now hundreds of new grape varieties available, which allows us to provide consumers with options that best suit their preferences," Cackett said. "The trials help us better understand what attributes are most important to our shoppers." AMT Fresh, which also supplies Tesco with other fruit and vegetables, has been involved in initiatives to introduce new fruit varieties to the UK market.
Rachel Botha, head of commercial at AMT Fresh, highlighted the significance of the study, describing it as the most extensive research of its kind in the UK aimed at understanding table grape consumption patterns. "We are working with leading fruit breeding companies to supply the varieties that UK shoppers want to see consistently available in supermarkets. Advances in technology now allow us to achieve that," Botha said.
The Fruitology project, she added, reflects ongoing developments in breeding programs, the willingness of growers to trial new varieties, and Tesco's efforts to better align product offerings with consumer preferences. The trial results are expected to provide insights that could influence the future selection and marketing of table grapes in the UK retail sector.
For more information:
Tesco
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